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Posts Tagged ‘Mobile Marketing’

Distimo, a startup focused on providing app store analytics, has published its latest report detailing the mobile app ecosystem across the Apple App Store for iPad and iPhone, BlackBerry’s App World, the Android Market, Nokia’s Ovi Store, Palm’s App Catalog and the Windows Marketplace for Mobile for July 2010 in the United States.

Similar to previous reports, Distimo primarily looked at pricing characteristics across all major app stores to determine the proportion of free vs. paid apps and the average cost of which, which continue to rise. The Android Market continues to have the largest share of free apps compared to the others, with 60% of the total, compared to just 29% for Apple’s App Store for iPhone and 26% for the iPad App Store. Android has more than double the amount of free apps than any of the other six App Stores in the report.

In terms of pricing, the report states the average price of the 100 most popular apps in the Android Market and Palm’s App Catalog is higher than the average price of the entire catalogue of applications. While the average price of all apps is only 16% higher in the App Store for iPad over the App Store for iPhone, the average price of the 100 most popular applications is nearly three times as high for iPad apps. Over 60% of apps are priced below or equal to $2 in the App Store for iPhone, Android Market, Nokia’s Ovi Store and Palm’s App Catalog, while the proportion of apps priced below or equal to $2 is much lower in the App Store for iPad and Windows Marketplace for Mobile.

As usual, you can find much more info, data points and graphics in the actual report, available for download here.

Earlier this summer Google rolled out Expandable Map Ads for mobile devices. These ads appear on the mobile web and in apps. To participate advertisers must enable location extensions and be opted in to the content network for mobile.

They begin as a banner that expands when clicked into a map with the option to get directions or call a business. Here’s what those ads look like:

Yellow Pages recently released data in conjunction with comScore that dove into the mobile search sector with an emphasis on local mobile search. While the concept is obviously growing, the data shows some interesting insight into how consumers are interacting with the medium.

The research shows that the number of mobile subscribers accessing business directories on a mobile phone increased 14 percent year-over-year to 17.3 million users in March 2010. This increase outpaces the 10 percent growth in the number of mobile media users who browsed the mobile web, used applications or downloaded content during the same time period.

The most interesting part of the research had to do with local mobile search via the mobile Web compared to mobile apps. According to comScore, the mobile browser was the most common access method for users, with 10.8 million subscribers in March 2010 and 21 percent year-over-year growth. However, mobile apps show 42 percent year-over-year growth, indicating an interesting trend going forward.

This article is published by MobileMarketingWatch, click here to read the original article.

Calvin Klein incorporated QR codes on select billboards throughout New York and Los Angeles as part of an advertising campaign promoting the brand’s jeans.
Billboards at Houston and Lafayette Street and West 20th Street and 10th Avenue in New York, and one in Los Angeles at Sunset Boulevard and Havenhurst Drive, displayed a Calvin Klein QR code that gave device users access to a mobile video featuring model Lara Stone with male models A.J. Sid Ellisdon, Grayson Vaughan and Eric Anderson. Ace Group created the QR code aspect of the campaign.
“It was very successful and you will see QR codes continue to be integrated into our upcoming campaigns,” said Jennifer Crawford, vice president of corporate communications at Calvin Klein, New York.

Skinny jeans
The Calvin Klein advertising campaign was centered around the company’s latest introduction, Calvin Klein Jeans X.
Both the billboard and the mobile video emphasized that the jeans are engineered to enhance and maximize aesthetics in a sultry way, with a lean and slim silhouette.
Mobile bar codes served as a means of connecting consumers to the campaign’s video, which was created by consulting creative director Fabien Baron of Baron & Baron.

Here is the video ad:

The brands’ Fall 2010 global print and outdoor advertising campaign was photographed by Mert Alas and Marcus Piggott, also working in conjunction with Baron & Baron and CRK.
“Mobile bar codes are becoming a necessary element for brands to integrate into their cross-media initiatives whether out of home, online, television or print,” said Laura Marriott, board member at NeoMedia and former president of the Mobile Marketing Association.
“Mobile bar codes, whether QR or Datamatrix, allow a brand to energize their traditional or digital media buys,” she said. “For example, by embedding a mobile bar code on a billboard, they are able to activate the advertisement and engage the consumer on the go.”
NeoMedia was not involved in the Calvin Klein campaign. Ms. Marriott commented on the campaign as a third-party source.
Ms. Marriott said that analytics based on the consumer scan of a code could include time of day and location.
QR codes can help brands such as Calvin Klein make better purchase decisions around their advertising and ensure optimal use and communication of message. Although in their infancy, the potential for brands to leverage mobile bar codes in all of their initiatives is enormous.

Calvin’s code
The QR code included in Calvin Klein’s billboard allowed consumers to scan at street level to view the exclusive :40 spot on their mobile device.
Once the video played, viewers could share the QR code with friends on Facebook and Twitter.
The use of a special QR code to access this exclusive Calvin Klein Jeans video is another way for the brand to deliver engaging content to consumers in an interactive way.

Advantages of QR codesOne of the biggest advantages of QR codes is brand activation.
QR codes activate traditional and digital media by providing an opportunity for the consumer to engage directly with the brand at time of viewing.
The ease of consumer experience is another advantage.
By leveraging mobile bar codes, consumers are simply able to scan the code and immediately be directed to their desired information, application, call center, coupon or video without having to enter long URLs or phone numbers from their mobile device.
In the case of Calvin Klein, the QR codes were a means of optimizing advertising real estate.
By embedding a mobile bar code on the billboards, Calvin Klein was able to include more information in a single visual code than it would if it had to include the product information.
“The analytics which are available to the brand through the bar code campaign will also enable them to measure statistics around the consumer’s interaction with the product or advertisement,” Ms. Marriott said.

Final TakeGiselle Tsirulnik, senior editor, Mobile Marketer

This article is published by Mobile Marketer, click here to read the original article.